Purpose of the Study This study aims to provide a user-centered website design pedagogy for the website development curriculum. Method/Design and Sample A user-centered website design pedagogy was developed through project-based experiential learning in redesigning a university bookstore website. Kolb’s experiential learning theory was employed to assess the pedagogy. Results Aligning with Kolb’s experiential learning theory, this study found that the project was designed to benefit students in developing UI and UX design competencies through a four-stage of learning continuum from concrete experience, reflective observation, abstract conceptualization, and active experimentation. Value to Marketing Educators The user-centered website design pedagogy has potential to reinforce student competencies in designing website UIs with relevant content and personalized experiences. As more companies are embracing a customer-centric experience model, the user-centered design employing customer journey mapping can be adapted to other omni-channel courses in which students learn to map the customer shopping journey across channels.
Kiseol Yang (Tue,) studied this question.
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